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Programmatic advertising is rising in popularity in Finland.
Programmatic ads are those that are automatically bought and placed by software rather than by humans.
The key reasons given to explain this rise are the increased ROI and time-saving elements associated with programmatic.
A study by the Association of Finnish Advertisers found that three-quarters of advertisers in the country bought ads programmatically at the end of 2015, with the majority doing this via a media agency.
The study also revealed the leading challenges of programmatic buying according to advertisers in Finland.
The quality of ad space and the programmatic environment was the top concern, with a lack of transparency coming in at second place.
Concerns about ad viewability, ad fraud and data recovery came in third, fourth and fifth place respectively.
Lack of in-house expertise was the sixth most common concern, cited by a quarter of respondents.